California-based avocado exporter Mission Produce has appointed Brian Miller as the new senior vice president of sales and marketing.

With extensive experience in the fresh produce industry, Miller joins Mission after serving as president and CEO of Gourmet Trading Company, prior to which he worked in sales at the Oppenheimer Company.

Miller succeeds Ross Wileman, who will take on a new role leading Mission’s initiatives in food safety, quality control and standardisation.

“This is the highest position we have ever filled here at Mission,” said Mission president and CEO Steve Barnard in a company statement. "Brian is highly driven and goal oriented. He has South American, Asian and European experience, which will add great value to Mission’s future."

Mission's global operations span the Americas and the Netherlands, with modern packing facilities under construction in California and Peru, and a ripening centre on the cards for Rotterdam.

“The avocado category has grown 10 per cent compounded annually for 15 straight years, and the numbers were even higher this year. With demand for the fruit at all time highs, sourcing and growing is more important than ever,” said Bernard, adding that Mission's investments in its Peruvian operations had been essential in keeping up with the increase in demand.